The Uruguayan Association of Advertising Agencies (Audap) has a new president.
Antonio Oliva, director of Oliva Publicidad and a seasoned professional in the fields of communications and marketing, took office with a commitment to strengthening the sector’s representation.
In addition, it will seek to promote professionalization and foster tools that optimize the services provided by Uruguayan agencies.
Oliva holds a bachelor's degree in Social Communication and continued her academic studies by earning two master's degrees from the School of Graduate Studies and Continuing Education in Communication and Design at Universidad ORT Uruguay.
He holds master's degrees in Communication and Marketing Management and in Creativity, Innovation, and Communication. This background positions him as a qualified leader capable of spearheading the transformation of the advertising industry in the country.
In his first remarks, the president outlined the strategic priorities of his administration.
Among his priorities, he emphasized the importance of promoting unity within the sector, actively representing agencies on issues related to their work, and supporting the development of new tools to optimize the services provided.
AI in advertising: a supportive tool, not a replacement
Following his appointment, Oliva was interviewed by Forbes, where he shared his views on the role of artificial intelligence in contemporary advertising.
When asked about the impact of these technologies, he said:
Artificial intelligence is a powerful tool for streamlining processes and unlocking new opportunities, but what truly sets us apart is human sensitivity: understanding context, evoking emotion, and building connections. People come first, then the brief.
From his perspective, artificial intelligence is a tool that enhances creativity, but the true value still lies in the human ability to forge emotional and meaningful connections with audiences.
Highlighting the challenge agencies face today with consumers increasingly exposed to digital stimuli, he added:
Ideas that move people, make them uncomfortable, or prompt reflection are the ones that manage to stop that constant scrolling. The key is to capture emotional relevance within the first second.